How to Host a Frame Show Your Patients Will *Actually* Want to Attend

Let's be honest, eyewear shopping doesn't usually top anyone's list of "most fun things to do on a Thursday." However, you have the power to change that with a killer frame show at your optical practice. Done right, a frame show can be part party, part shopping spree, and a major revenue booster — all in one stylish afternoon.

Whether you’ve done a few frame shows or are just getting started, here’s a guide to making your event a total success.

Step 1: Bring in the Right Frame Rep (Your Secret Weapon)

Your frame rep can make or break the vibe. Choose someone who is:

• Personable and excited to be there (no sleepy reps allowed)

• Knows their product inside and out

• Willing to bring goodies — like giveaways, displays, special editions, or even folding tables!

Pro Tip: Ask about sales incentives.  Can you get a discount or free frames if you hit a certain number of units sold? Split or extended billing terms? Half off a set of lenses when a patient purchases two pairs? That kind of inside scoop can give you and your patients more value. Everyone wins!

Step 2: Choose the Right Brands (Pull, Don’t Push)

Pick brands people recognize. Think: fashion-forward, on-trend, and fun to try on. A "pull" brand — one that your patients already want — is easier to sell than a "push" brand that needs a 5-minute backstory.

Stay updated on what’s in right now. Who was the hottest designer at Fashion Week? What styles are trending? Curate your collection based on the moment. Lurk on Instagram or go incognito to another optical — whatever you have to do!

Step 3: Market It Like It’s the Event of the Year

This is not the time to be shy. Spread the word far and wide:

• Send printed RSVP invitations to patients (yes, snail mail — it feels special!)

• Post fun countdowns, sneak peeks, or "save the date” graphics on social media.

• Let your patients know in the office during every appointment, by word of mouth and banners.

Give a special gift to the first 20 people who RSVP. Everyone loves free stuff—and it creates urgency.

Important note: Have the RX of whoever RSVPs printed with notations of their last order, like what they purchased and their PDs. This is great for when you need to price them out on the fly.

Step 4: Set the Mood — It’s a Party!

This isn’t just another day at the office, it’s an event. Set the tone:

• Time it right: 2 PM to 6 PM allows people to come after school or work.

• Appearance matters: Your decor should match your chosen brand’s story. You wouldn’t hang up paper soccer balls for a Prada frame show.

• Offer treats + drinks: Think mocktails, mini desserts, custom cookies… whatever! Keep them bite sized.  Your rep doesn’t need food all over their frames and you don't need it all over your floor either.

• Dress it up: Ditch the scrubs and dress to impress! Involve all your staff, not just the opticians.

• Hire a photographer: Snap pro photos to post online, use in marketing, or just capture the fun.

Step 5: Prep Your Team for Showtime

Meet ahead of time to go over everyone’s role:

• Best at styling? Put them on the sales floor.

• Detail-oriented and fast at the computer? They’ll handle the checkout.

• People person? They can greet guests and manage raffles.

Bonus Tips:

• Treat your staff to lunch before the event — a happy team brings good vibes.

• Make sure they’re trained on the brand(s) in advance.

• Give everyone a cheat sheet with pricing, promotions, and key selling points.

Step 6: Offer Real, Can’t-Resist Deals

A true frame show needs juicy discounts. I suggest:

• *At least 30% off a complete pair. More if they purchase a second pair.

• Raffles, giveaways, and prize baskets (free frames? gift cards? go big!)

• Flash sales during the event (ex: "Next 10 buyers get a bonus gift.”  Or, "Bring a friend and get an extra 10% off if they purchase too!”).  Get creative.

These deals help drive momentum and keep the energy up throughout the day.

Step 7: Keep Track and Build For Next Year 

After the event: Make a list of all attendees (RSVPs + walk-ins). Save that list — these are your VIPs for next year’s show!

You’re building more than a one-day event. You’re creating an annual tradition your patients (and staff!) will look forward to and talk about.

My last bit of advice is to plan months in advance, so you're not rushed or overwhelmed. And above all, go big, have fun, and let your love of fashion and frames shine.

Written by: Kendra Katchko